10 Reasons To Buy (Or Not To Buy) A Microbrand Watch In 2024

In this video, I'll share seven reasons to consider microbrand watches as well as three additional reasons why you might not want to look in the direction of a microbrand watch. Where are you guys at with microbrands in 2024?

0:00 - Introduction & Organization
2:01 - Reasons To Consider Microbrands
2:06 - 1. Value For Money
4:05 - 2. Design
5:28 - 3. Supporting Small Businesses
6:39 - 4. Customer Relationship
7:34 - 5. Self Expression
8:40 - 6. Experimenting With Movements
10:19 - 7. Unlimited Options
11:28 - Reasons Not To Consider Microbrands
11:40 - 1. Brand Equity
13:42 - 2. Growing Pains
15:17 - 3. Borrowed Design

[ukcliffjones]

I'm on vacation in Kyoto with my family from the UK. Today I stopped by the Kuoe studio (I emailed ahead), picked out a watch, the sales rep added a sapphire crystal, asked what kind of AR coating I preferred, I chose the hands, bought two straps and met the founder. Great value, wonderful service, and I walked out with a stunning watch at an incredible price and a great experience.

[studio.underdg]

Obviously I'm going to be biased, but I've personally started to build out my own collection of Microbrands in recent years, moving away from mainstream brands. For me, I want to wear a watch that resonates with me and tells a story. When I wear my Brew Metric, I can look at it and think of Jonathan mulling over various design decisions. When I wear my Serica I can relate to all the functional decisions that the brand has made. When I wear my Mr Jones Watch I can relate to the playful approach that Crispin takes. I feel so much more connected to the people and processes that have brought these brands to life.

Big up the micros!
Cheers,
Richard

[nates]

WISE is a great micro that the "bang for the buck" is outrageous. Mine is by far the most accurate watch I have (seems like they regulate them). 904 steel - Miyota 9k series and original styling. Love what they're doing.

[nickhudd]

Would love it if you picked a microband to do an in depth look at with either a weekly or monthly segment. I know a lot of people in Reddit and Facebook groups are trying to do their research but would help put their mind at ease if someone in the industry gave an honest review of the product and/or brand as a whole.

[loganpayne]

Baltic = God tier micro brand and made me a repeat customer. For me, it’s such a great feeling when you find a brand that represents your personality, style, and gives you joy every time you put on their watches, while knowing it didn’t break the bank. It would be nice to attain a watch from a more reputable / well-known brand for the heritage charm, but independent brands simply can’t be beat when you’re looking for great specs or super unique design language for < $1k. Thanks for the comprehensive overview of the beloved micro brand segment Teddy!

[DirectorLJ]

Just got my Lorier Neptune and am lovin' life. It's a joy to wear and I've sold a few just from people asking me about it. Love the energy and creativity in the microbrand space.

[ghostofamoment]

Gotta shout out Vaer, the C5 Korean field has been my favorite watch of the last few years. Sapphire crystal, solar charging, beautiful lume, and it comes with two different straps all for like $250, can't beat it.

[tomhohum]

Love Zelos. Wearing their Blacktip Ti Burnt Orange right now. I know, the parts are Chinese but quality control is excellent when the parts are assembled and regulated at Zelos facility in Singapore

[Mike-In-O-Town]

Teddy, something I wanted to mention. Many of us who really dig watches don't have the surplus cash to venture into collectibles or big brand offerings like Rolex or Tudor (i.e. watches we can recover our investment with). For me personally, I keep my purchases to <$1k and recognize I'll lose 'some' money on them if I opt to sell them. However, I'll lose less money overall than someone who dumped thousands into a big brand only to later lose 'more' money overall when the market for it shifts. Just different strokes I guess.

[timetowatch_francois]

For the number 5 - I love having (or seeing) a watch on a wrist that you know only a "true" watch lover would recognize. It's like being part of a secret society. For example, the large and recognizable "Zelos Hamerhead" or maybe one of the great looking "Henry Archer" watches that we see more and more (great up and coming brand from Denmark!!).
Thanks for sharing your thoughts Teddy 🙂

[Gwecko]

I'm trying to start my own watch brand in the next 6 months and I am looking really forward to release!

[themichaeldonovan]

This is my fav videofrom you so far! I'm discovering SOOO many brands here through this vid (not even halfway through and Farer and Brew suddenly became my two fav watch companies). I truly hope you do more on microbrands, and I hope you can gather some for your shop so that you can benefit from your work!

[benjzh]

A big negative of micro brands in my view is that it‘s difficult or even impossible to see watches in person before buying. Of course a good return policy can mitigate that, but trying, seeing, feeling is a nice and useful part of the process. For instance, with Christopher Ward, I am a little interested in the Twelve but I have doubts whether I would like the dials in person; I‘m not so sure about the colors judging by the pictures.

An indirect positive of micro brands for me (at least with the cheaper ones), is that they are a good incentive to learn and service mechanical movements yourself, because the price of a proper service would be close to or even higher than the watch.

I‘m impressed by many of those brands, so thanks Teddy for sharing your passion and talking about watches we would otherwise stumble on only by chance or after hours of research.

[inspector]

Thanks for this. Until I started watching your videos, I'd never even considered a microbrand. It's been great experience exploring what some of them have to offer, which is one of the best things about my personal watch collection. As you said, I value the experience, the expression, and the joy my watches bring me, rather than looking at them as an investment. Great job!

[Risayogi]

I have a messenger leather bag from a local micro brand in Indonesia, Cravar. Similar to what you said, the customer relationship is very good. I bought this bag straight from the brand owner. AFAIK, he remembers all of his customers. Great product, great service. Love it.

[dasein]

Thanks for the excellent video. As a watch enthusiast, I’ve felt the sting of poor resale on microbrand watches. Then again, many mainstream brands and models like Omega and Tudor depreciate quite a bit as well. Buying watches for resale value often isn’t a great idea anyway

[Uncle_Dave_Dave]

5:02 that design is straight heat. amazing color choices. absolutely incredible visual design here.... wow. instant classic for me.

[Vatican_Banker]

One aspect I never see mentioned is that they function like a minor league for the bigger brands, and push them to be more competitive. Some of these larger brands can't rest on their laurels with increased competition, and I think this drives the entire industry forward. Baltic and Yema are two great examples -- I might buy one for $1, 600 instead of a used Tudor. This ultimately helps to keep Tudor honest.

[alvinmick]

I have enjoyed your channel for quite some time now and I would certainly be interested in more videos about micro brands and independents. I have nothing against the major brands but I truly enjoy the uniqueness and individuality that you get from micro brands. Excellent topic!!🥃

[springboard]

It's one of the best YT videos explaining micro-brands and the pluses and minuss going in that direction. Well researched and presented.